Building Customer Citizenship Behavior from Relationship Quality and Perceived Value Perspective in Online Transportation Service

Abstrak

Recently, Customer Citizenship behavior (CCB) has become a research focus
in marketing. However, not many researches focus on the antecedent of this
variable from the marketing behavior perspective. The research objective is
to examine the effect of Relationship Quality and Perceived Value on CCB in
online transportation services and Customer Satisfaction as the mediation in
this relationship. The research involved 400 online transportation customers
in Indonesia who used a minimum of three times in this transportation. By
using Partial Least Square (PLS), the result found that Relationship Quality
has a significant positive effect on Customer Satisfaction and CCB, Perceived
Value has a positive significant effect on Customer Satisfaction and has no
significant effect CCB. It means that for strengthen CCB, online
transportation should create customer satisfaction. Research also found that
Customer Satisfaction has a positive effect on CCB. The implication of the
research is online transportation should improving the relationship quality
and value for creating customer satisfaction for strengthening CCB. Customer
satisfaction is an important conditions for improving CCB.